Introduction
A poster on Buruli Ulcer, to change perception
and raise awareness on the disease in the Amansaman district in the Greater
Accra Region, Ghana. This work was done as a group assignment in Advertising
and Media Planing and Print Material Production.
Buruli Ulcer is an endemic
in Sub- Sahara with West Africa recording the most cases. Below is a
comprehensive advertising plan on the disease for the people of Okushiebiade
over a period of one year.
·
Situational
Analysis
Buruli Ulcer is a
chronic debilitating skin and soft tissue infections that can lead to permanent
disfigurement and disability. It is caused by mycobacterium Ulcerans bacterium.
It prevalence in Ghana began in 1971 with Ga west recording the most cases.
Communities in the Ga West municipal assemble with this disease include
Amasamang, Okushiebiade and Kutunse. Targeting Okushiebiade, we gathered that
inhabitants in this community have traced the case of the disease to spiritual
forces. Okushiebiade community is a Ga dominated community made up of ten
thousand inhabitants. Their main occupation is farming and they are highly
exposed to the Buruli Ulcer disease due to lack of portable water in the area.
However, victims tend
to visit and seek spiritual treatment rather that medical. It is worthy to note
that children under (15) fifteen years are most vulnerable: on a positive side,
80% of cases can be managed using a combination of anti-biotic.
Our mission and focus for this campaign is to
create awareness, change perception and entreat infected persons to seek early
medical treatment.
·
Marketing
Background
In 2014, Ministry of health records pointed to
the fact that Ga West district record the highest number of cases, averaging to
two cases per month. In this regards the Government chose the Amansamang
district hospital as center for free treatment of Buruli Ulcer.
Category
Competitive Analysis
Ghana Health Services,
GHS is a government institution funded to treat the disease. Over the years the
institute used more scientific words to communicate to the people hence the
message didn’t gets to the natives. The institute used flyers and broadcast
media, TV and Radio to campaign. However, it is significant to note that 70%
campaign budget was geared towards broadcast precisely television advertising
while 10% was directed to the production of awareness flyers and 30% health
scanning. This yielded little since the broadcast outlets didn’t reach the
natives and this made it impossible for them to get the message. Personals
employed to distribute the flyers and educate the people couldn’t get the
message across due to inadequate training and education for personals.
·
Marketing
Objectives / Strategy
As part of our objectives, we will use simple
words and striking images to reach 50% natives between the ages of 15- 40 years
in Okushiebiade over a year from November 2016 to November 2017.The campaign
will be run quarterly, with each quarter having a packed program or activities
to educate natives to understand and accept that Buruli Ulcer is not a
spiritual disease. The campaign will run on a GHC 19,000 budget funded by our
sponsors.
·
Advertising
Objectives
Increase
awareness and change perception on the causes of Buruli Ulcer among our target
(Okushiebiade) with the goal of achieving 50% awareness over a period of twelve
months.
·
Media
Objectives
Increase awareness and
change perception on Buruli Ulcer as a spiritual phenomenon using Broadcast,
Press and Outdoor/Transport. To which we hope to achieve by reaching 30% of
children and women who are the most vulnerable to this disease and 20% of men over
the one year period of the campaign.
·
Media
Strategies
The campaign will be
done over a period of 12 months through the effective use of both above the
line and below the line advertising mediums. Television, Radio, flyers,
Posters, Information centers and Vans will be used in achieving our media
strategy. For the launch of the campaign, a significant portion of the brand’s
media budget will be allocated to outdoor/ transport.
·
Television
provides:
ü High
reach/awareness builder
ü Sight,
sound and motion
ü Immediacy
of message
The following
television channels are more likely to be viewed by the target:
ü Adom
TV
ü U
TV
Schedule advertising (participation)
will be run on Indian and Mexican’s Telenovala and African movies on the above
channels, Monday – Friday for the first quarter period of the campaign.
·
Radio
provides:
ü High
reach of our target audience
ü High
frequency
ü Supporting
medium
Adom FM and Peace FM, six pm news, are likely
to reach our target. The campaign will be part of the other sponsors of the
mention news.
·
Posters
and Leaflets offers:
ü Mass
awareness
ü Self
–explanatory and attention – grabbing
ü More
visibility of the project
ü Vital
technical information to a large audience consistently
The campaign will
produce 100 posters and 200 leaflets. The posters will be pasted within the
community in English, Ga and Twi language to ensure easy understanding and
acceptability of our campaign message. The leaflets will be distributed in the
community, on the street and in houses by our trained personnel during the day
of the campaign launch.
·
Outdoor
/ Transport
A combination of Information
Van and the information center will be used during the campaign launch period
(November 14 – November 16, 2016). The
information van will inform the natives about the campaign and the launch at
the information center. The van subsequently (3 days in week during the
campaign year) will move around the community to educate the people on the Buruli
Ulcer.
The campaign will
undertake free health screening at the health center to threat and educate the
natives on the disease. Every quarter of the campaign year will undertake three
health screenings on the first day of the week from morning to evening.
·
Summery
/ Evaluation
The media plan is for
a campaign to increase and change perception on Buruli Ulcer among the natives
of Okushiebiade in the Amansamang district. The media plan has been able to
conclude on its target (Okushiebiade) because it is crucial in determining the
medium or vehicles that will be used to reach the target. The media plan will
combine broadcast, print and outdoor / transport to achieve its marketing and advertising
objectives. In evaluating the effectiveness of our marketing and advertising
objectives and strategies, the Gross Rating Points (GRP) will be used. GRP are
valuable advertising tools because they combine both reach and frequency into
single figure. Also the following methodology can be use, interviewing a sample
of the target audience, surveying and focus group discussions.
·
Checklist
1.
A thorough research (Primary and
secondary research) will be conducted to find out as much as possible about the
situation (Buruli Ulcer) and target audience (Okushiebiade).
2.
The campaign message for our target
audience will be broadcast on our selected media outlets on programs that will
reach our target audience and will ensure understanding and acceptability.
3.
Our Campaign message will be schedule at
a lower level on a continuity basis.
·
Budget
for marketing and advertising strategies
|
Printing
|
Estimated
quantity
|
Estimated
Cost Per Unit
|
Sub-total
cost
|
|
Posters
|
100 PCS
|
GHC 40.00
|
GHC 4000.00
|
|
Leaflets
|
200 PCS
|
GHC 20.00
|
GHC 4000.00
|
|
Total Cost
|
|
|
GHC 8000.00
|
|
Advertising /
Broadcast
|
|
|
|
|
Television
|
2
|
GHC 1,500.00
|
GHC 3000.00
|
|
Radio
|
2
|
GHC 1,000.00
|
GHC 2000.00
|
|
Total Cost
|
|
|
GHC 5000.00
|
|
Outdoor / Transport
|
|
|
|
|
Community Center Van fuel for town movement / Vehicle Cost
|
1
|
GHC 500.00
|
GHC 500.00
|
|
Training and
Distribution
|
|
|
|
|
Training of Trainers workshop
|
3
|
GHC 500.00
|
GHC 1,500.00
|
|
Training of Local level field staff
|
10
|
GHC 300.00
|
GHC 3000.00
|
|
Distributions of flyers by field staff
Per-diem
|
10
|
GHC 10.00
|
GHC 100.00
|
|
Total Cost
|
|
|
GHC 4,600.00
|
|
TOTAL BUDGET
|
|
|
GHC 18,100.00
|
Prepared by
NAMES INDEX
NUMBER
EUNICE ATSWEI ADJETEY BACS17741
SARAH ACQUAH BACS17732
LECTURER: YAW ODAME GYAU
COURSE: ADVERTISING MEDIA PLANNING
Question: A
comprehensive advertising plan on Buruli Ulcer
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